Bi-directional dynamic live log capability now available between
WideOrbit's WO Traffic & Florical’s AirBoss

(Gainesville, FL & San Francisco, CA - April 08, 2008) – Florical Systems and WideOrbit announced today and will show at NAB 2008 a real-time interface providing live log capability between the two companies’ flagship automation and traffic products, AirBoss and WO Traffic. This long awaited interface is now a reality through the companies’ mutual implementation of the new SMPTE 2021 Standard—a protocol also known as BXF (Broadcast eXchange Format).

This secure Web Service-based bi-directional live log capability allows AirBoss to send As-Run log data to WO Traffic as events air and, conversely, for WO Traffic to submit changes to a playlist airing in AirBoss.

A key component of live logs is the immediate notification of as run details to WO Traffic by AirBoss using BXF. When, for example, AirBoss detects a commercial not airing correctly the traffic user can immediately create a same-day makegood. The user will schedule the makegood to replace an unaired event in WO Traffic and the update is immediately translated into a corresponding change in the AirBoss playlist. This ability to do same day makegoods can immediately impact the broadcaster’s bottom line.

In addition, same day events which have not yet aired may be altered in WO Traffic and also be immediately reflected in AirBoss. A key example of this is the need to air a different version of a political ad. In this case the WO Traffic user may change the scheduled House Number and AirBoss will air the new version. No manual changes are required in master control and no write-ins applied in reconciliation.

Both companies have embraced the emerging industry standard of BXF, which will supplant a large number of proprietary interfaces to the benefit of both broadcasters and vendors.

More information is available about Florical Systems and WideOrbit products at the companies’ respective Websites: www.florical.com & www.WideOrbit.com.

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About WideOrbit

WideOrbit is the leading provider of business management software for Media companies. WideOrbit provides innovative, proven solutions for managing the business of broadcast and cable operations – from proposal to order, scheduling to automation, billing and aging. WideOrbit has been helping clients since 1999, delivering high ROI, greater efficiencies and revenue optimization. WideOrbit is used by more than 4,000 television stations, radio stations and cable networks around the globe, managing more than $14 billion in advertising revenue. WideOrbit’s clients include: Astral Media, Corus Entertainment, Entercom Communications, Gannett Co., Hearst Television, Meredith Corporation, Midwest Communications, NBC Universal, Qualcomm/MediaFLO, Scripps Television Group, and Tribune. WideOrbit is headquartered in San Francisco, with offices in Dallas, Denver, Seattle, Melbourne and New Delhi.

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